Welcome Back to another episode of the Private Equity Podcast, In this episode, Alex Rawlings sits down with Tracie Kelly, Director of Marketing at Exellere Partners, to explore the evolving role of marketing within private equity firms. Tracie shares insights into how marketing contributes to deal origination, firm differentiation, and relationship-building with investment bankers, founders, and advisors. She also discusses the increasing importance of internal marketing functions and how private equity firms can leverage branding to stand out in a competitive market.

Breakdown:

[00:00] – Introduction to the episode and guest, Tracie Kelly, Director of Marketing at Exelir Partners
[00:31] – Tracie’s background: 20+ years in private equity marketing and origination
[01:30] – The common mistakes PE firms make regarding technology adoption
[02:36] – The role of marketing in private equity firms vs. traditional deal origination
[03:51] – How Tracie’s firm integrates marketing with deal sourcing
[05:35] – Tracie’s journey into private equity marketing and how she shaped the role
[07:04] – How KRG Capital (now Mountain Gate) grew from $200M to $2.5B
[08:27] – Why private equity firms should consider hiring internal marketing professionals
[09:57] – Marketing’s role in brand awareness and differentiation in private equity
[10:54] – Current market conditions: Post-2021 deal flow and valuation challenges
[11:51] – The future of private equity: What to expect in Q2, Q3, and beyond
[12:20] – Tracie’s book and podcast recommendations for professionals
[14:15] – The challenge of diversity in private equity and encouraging women in the industry
[16:41] – Why Tracie loves working in private equity and the dynamic nature of investments
[18:06] – How to connect with Tracie Kelly (LinkedIn: Tracie Kelly at Exelir Partners)[18:35] – Closing remarks and thank you for tuning in

Thank you for tuning in!

Connect with Tracie Here

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How Private Equity Firms Are Adopting Marketing at the Firm Level with Tracie Kelly

The Private Equity Podcast, by Raw Selection